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Kundenkommunikation und Prozessoptimierung : Bank 2.0
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Kundenkommunikation und Prozessoptimierung » Von Martina Goehring » Beitrag » Bank 2.0

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Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28

Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28

Kundenkommunikation und Prozessoptimierung


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Survey of celentDas Marketingargument, dass der Aufwand zur Neukundengewinnung vielfach höher ist als das Halten von Bestandskunden, muss zunehmend in Frage gestellt werden. Bestandskunden zu halten wird schwieriger. Die Kunden sind heute schneller bereit, ihre Bank zu wechseln, wie eine Untersuchung von celent innerhalb der Facebook Community zeigt (siehe Grafik). Ein Auszug aus den Ergebnissen:

  • In Summe würden 27% ihre Bank wechseln, wenn eine andere Bank sichere Web 2.0 Tools anbieten würde, um die persönlichen Finanzen zu managen; 73% würden nicht wechseln.
  • Bei der Altersgruppe zwischen 25-34 sind es allerdings 61%, die ihre Bank für Banking 2.0 Tools wechseln würde.

Während bei Bestandskunden auch die Erwartungshaltung, kostenlose Services zu erhalten, steigt, sinken die Kosten für Neukundenakquisition im Internet. Die Kunden bewegen sich zur Einholung von Informationen im Netz und treffen daraufhin ihre Entscheidungen. Die Konkurrenz liegt dabei nur einen Mausklick entfernt.

Für eine Bank bieten sich neue Chancen, ihre Beziehungen nach außen, zu Kunden, potentiellen Kunden und Shareholders zu verbessern, neue Services anbieten zu können, neue Geschäftsmodelle zu erproben, die Öffentlichkeit im Internet zum „Botschafter“ zu machen. Kundenkommunikation findet dabei auf vielfältige Weise statt:

  • im viralen Marketing: Marketingkampagnen, die dazu dienen, dass die Kunden die Informationen des Unternehmens selbstständig durch „Word-of-Mouth“ sozusagen virusgleich im Internet weitergeben. Banken sollten diese Möglichkeit nutzen, um positive Nachrichten schnellst möglich zu verbreiten und gute Produkte bekannt zu machen.
  • im „CrowdSourcing“: Nutzung der sogenannten kollektiven Intelligenz einer Gruppe oder Kundencommunity für gezielte Produktentwicklungen und Prozessinnovationen. Der Kunde wird sozusagen zum Mitarbeiter gemacht. Darunter versteht man die Kundenintegration in die Leistungs- und Vermarktungsprozesse eines Unternehmens. Der Dialog mit dem Kunden liefert Ideen, Tipps und Bewertungen für Design, Produktentwicklung und trägt zu Innovationen bei.
  • im „Longtail“-Geschäft: Durch Analysen und Auswertungen von Kundenempfehlungen, Warenkörben, Verkäufen und Nutzer-generierten Inhalten werden neue oder weitere Verkäufe und auch „Cross-Selling“ initiiert. Effekt hierbei ist, dass auch weniger bekannte Produkte und Nischenprodukte ihren Weg zum Kunden finden. Die Empfehlung eines zufriedenen Kunden wiegt höher als die Produktempfehlung eines Bankers.
  • im „Social Sales“: Hier geht es um neue Geschäftsmodelle im Online Vertrieb. Die Bank kommt zum Kunden z.B. in Communities oder auf Kundenwebsites. Die Bank ermöglicht Kunden-zu-Kunden Geschäfte z.B. im Kreditbereich und liefert selbst die sicherheitsrelevanten Transaktionsprozesse. Die Bank nutzt gezielt Kundenfeedback, Erfahrungen, Nutzerkommentare, Bewertungen oder Empfehlungen für den online Vertrieb, für Aktionsprogramme, in der Werbung oder um die Kunden gezielt wieder in die Filiale zu holen.
  • in der „CoCreation“: Bei der Schaffung komplexer Banken-übergreifender Angebote und gemeinsamer Servicekonfigurationen müssen Kunden-Lieferanten-Beziehungen mit dem Ziel der Supply Chain Optimierung aufgebaut werden. Ebenso wie bei der internen Kooperationen ist auch bei Banken-übergreifender Kooperation der Einsatz von Instrumenten zum Austausch und Teilen von Informationen und Wissen wie Wikis, Blogs und social Software nicht nur sehr hilfreich sondern derzeit auch ein Differenzierungsmerkmal zum Wettbewerb.
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  1. 2 Kommentar(e)

  2. Von Boris am
    Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    21. September 2008
    | Antworten


    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 134

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    Hallo,

    das klingt alles sehr schön und einfach. Ist es das auch. Zunächst eine Unklarheit. Warum sollten Bankkunden aufgrund sicherer web2.0 Technologien die Bank wechseln. Könnte mir vorstellen, dass die Aussage ein wenig aus dem Zusammenhang gerissen ist. Wie hoch wird die Quote derjenigen Kunden sein, die eine Bank Verbindung aufgrund überlegener Technologien wechselt. Da sind doch andere Themen viel wichtiger. Zum Beispiel Vertrauen, das es zurückzugewinnen gilt.
    Aber auch hier sind die Aussagen doch zu technologisch.
    Entsteht eine virale Kampagne schon dadurch, dass man “Gutes” tut und darüber berichtet? Ich bezweifle dies sehr. In dieser und in allen anderen Empfehlungen steckt mir zu viel Machbarkeitsfantasie drin. Beim web2.0 geht es doch eben nicht um Massenkommuniktation. Wir schreien euch an, ihr hört zu. Ein Mehr an alten Methoden in neuen Schläuchen hilft nicht weiter.
    In den weiteren Empfehlungen werden die Ansätze beschrieben, ohne Sie auf die Bankenwelt zu adaptieren. Es geht nicht Alles in allen Branchen gleichermaßen gut.
    Spannende allerdings der Gedanke Kunden zu Kunden Geschäfte zu fördern. p2p Portale wären meiner Meinung nach zum Beispiel ein idealer Ansatz für regionale tätige Banken. Banken könnten ihre Stärke in der Region dadurch manifestieren, dass Sie regionale p2p Portale unterstützen und bei Finanzierungslücken z.B. für regionale Projekte (Kinderspielplatz etc.) selber mit aktiv werden.
    Grundvoraussetzung für das Funktionieren aller Ansätze ist aber eine Kultur, die wir heute in den meisten Banken noch nicht vorfinden und der weg dahin wird lang und steinig werden. Vor allem muss die Bank dies wollen und aus sich selbst heraus lösen. Die Schlange stehenden Beratungsunternehmen helfen da kaum weiter.

  3. Von Martina Goehring am
    Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    2. Dezember 2008
    | Antworten


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    Inzwischen wissen wir ja alle etwas mehr, was Banken und Vertrauen angeht. :-(

    Die Darstellung der Instrumente ist zugegebenermaßen sehr akademisch und etwas zu allgemein und vielleicht auch zu euphorisch. Inzwischen hatten wir aber die Möglichkeit, mit Banken solche Konzepte durchzusprechen. Vielleicht liegt es an der akuten, kritischen Marktsituation: aber sie sind für kundenorientierte Dienstleistungen im Internet plötzlich sehr viel aufgeschlossener. Und genau da setzen ja die dargestellten Kommunikationsinstrumente an.

    Zur Ausprägung im konkreten Einsatzbereich schreib ich dann, wenn die ersten Ergebnisse und mehr Erfahrungen vorliegen.

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  2. Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    21. September 2008: Ich habe kommentiert: Auf Banken2.0 « Electro Uncle
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    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 135

    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/formatting.php on line 74

    […] http://www.bank-zweinull.de/2008/09/19/kundenkommunikation-und-prozessoptimierung/#more-135 […]


  3. Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    22. Januar 2009: GoldwynReports » Ausgewählte Themen Banking ICT in Finance Web 2.0 » Finance 2.0 – User machen Druck oder springen ab
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    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 135

    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/formatting.php on line 74

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